In a future where the line between human and technological device blurs, water becomes a protected resource, energy concerns ring true and natural ingredients take centre stage, beauty brands must innovate to stay relevant.

Jane Henderson, Global President of Beauty and Personal Care Division at Mintel, said:

“We are living in exciting times with revolutionary advancements in technology, brand partnerships and product development. However, we think the coming years will bring stark contrasts in personal technology and natural ingredients that will drive beauty innovation over the next decade. Already, beauty manufacturers are working on new generations of beauty products that will satisfy consumers needs for speed and efficacy.”

AUGMENTED HUMAN

The line between human and technological device is blurring as smart technology puts people in greater control of their individual health and beauty needs.

“As consumers become increasingly familiar with using technology to track their health and well-being, they are looking for beauty brands to offer products and devices that boast similar functionality. New product development in augmented reality is providing the next step in virtual mirrors and real-time visualisation of the effects of beauty products on the skin and hair.”

WATER: THE NEW LUXURY

Water is set to become a precious commodity as consumption outstrips supply. The more consumers become aware of this, the more beauty brands will need to change how they manufacture and formulate products to limit their dependence on water.

POWER PLAY

Consumers are facing an energy crisis as the pace of modern life catches up with them. Aware of consumers’ need to make long-term lifestyle changes to address falling energy levels, beauty brands are delivering products that put energy claims at the forefront of their message.

GASTRONOMIA

The saying goes, ‘it’s what’s on the inside that counts’. Interest in natural ingredients is on the rise as more people dare to push up their sleeves and get involved in the process of creating beauty products.

“Traditional beauty and personal care remedies are moving into the mainstream as more and more consumers start to ‘cook up’ their own versions. Brands will need to shift their focus to highlight artisanal processes while also making it easier for consumers to make products at home. Looking at the decade ahead, we’ll see brands borrow inspiration from the meal kits developed by food companies, propelling the subscription beauty box model to the next level.” Vivienne concluded.

The full copy of Mintel’s Global Beauty & Personal Care Trends 2025 is available for free download here.Interviews with Director of Global Innovation and Insight, Beauty & Personal Care, Vivienne Rudd, are available on request from the press office.